The Economist Group launched its first integrated marketing campaign featuring interactive 3D and virtual reality modeling in New York this month (March 27).
The Inter/Sections campaign, conceptualised and created by The Economist Group, was designed to promote the new Porsche Panamera. Inter/Sections explores the power of two interconnecting ideas across the worlds of architecture, gastronomy, sport and motoring.
A custom content destination gives readers an immersive and dynamic experience as they explore and engage with the Inter/Sections content, which includes 3D and virtual reality models of each intersection, four engaging films, 3D infographics and essays. It’s also the first time The Economist Group has featured 3D modelling in standard media display units, which were designed to increase reader interaction. It clocked 5,000 views per hour when it was released and has attracted over 1.5m engagements so far.
Elena Sukacheva, executive vice president and chief commercial officer at The Economist Group, said: “We have long led the way in intelligent marketing solutions with smart and dynamic content at the heart of what we do. Marketers come to The Economist Group because we use new and innovative ways to tell stories that connect with our loyal and highly coveted globally curious audiences.
“The Inter/Sections campaign represents another first for us and, just like the disruptors featured in the campaign, our disruptive approach has proved successful.”
The campaign focuses on how the intersection of challenging ideas can give rise to disruption. Featuring famous disruptors, the films explore how this phenomenon is changing everything from cityscapes, cars, kitchens and basketball courts.
You can watch the Inter/Sections campaign behind the scenes video here.
The Economist Group owns digital communications agency TVC Group.